Healthcare Marketing, Sales and Service: an Executive's Companion

AORN Journal,  March, 2005  by Sharon Giarrizzo-Wilson

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Healthcare Marketing, Sales and Service: An Executive's Companion

John F. O'Malley

2001, 167 pp

$63 softcover

As a consequence of regulated reimbursement, operational overhead, and clinical ramifications, health care facilities today are competitive environments seeking to attract consumers. The author of this book is an established authority in health care management planning, marketing, and sales and has been recognized nationally for his success in creating a strategic balance between a strong bottom line and exceptional customer satisfaction. From his extensive personal experience, he offers strategies to help health care executives navigate the business aspects of patient care.

The author takes readers step by step through each business application--marketing, sales, and service. Key principles are defined clearly and bulleted to facilitate comprehension. Important elements are further defined with reference tables and descriptive illustrations. Applications are approached with sensitivity to the inherent diversity within health services.

Each concept is subdivided into aspects contributing to or detracting from successful ventures. The author provides relevance for broad topics, such as marketing presence, data profiling, sales systems, and service pathways, by detailing specific considerations for their use in clinical settings. Strategic methodologies are presented in patient-focused arrangements. This is best illustrated in the chapters and appendices centering on customer satisfaction, patient recognition suggestions, and discussions on how consumers become engaged.

Complementing the fundamentals of sales, marketing, and service is attention to developing the health care delivery team. The text provides insight into team productivity, adult learning dynamics, and how to assess training needs from an entrepreneurial perspective. An approach-based bibliography and information resources designed to facilitate marketing and sales goals for health care executives also are included.

This concisely written book is a valuable tool for readers considering alternate approaches to organizing the delivery of health services. Although it is seemingly unconventional by health care standards, a radical redefinition is needed to maintain the status quo and sustain a competitive edge in the patient care market.

This book is available from Health Administration Press, One N Franklin St, Suite 1700, Chicago, IL 61616-3491.

SHARON GIARRIZZO-WILSON

RN, MS, CNOR

PERIOPERATTVE NURSE SPECIALIST

CENTER FOR NURSING PRACTICE

COPYRIGHT 2005 Association of Operating Room Nurses, Inc.
COPYRIGHT 2005 Gale Group